A key operational aspect of the bra

A key operational aspect of the brand power model developed by Na et al. (1999a) is that it is vital to capture all of the evaluation criteria held by the target audience. Keller (1993) suggested two stages of brand equity-development, labeled "awareness level" and "image level," that stem from consumers' needs and wants and lead to a brand evaluation within a product/service category; when coupled with purchase this becomes the manifestation of brand equity.